XXIO Golf
you welcome in Gear questions you’re afraid to askGOLF.com series produced in partnership with Cleveland/Srixon Golf. This week we cover premium gear and why they command higher price tags.
Why are premium clubs more expensive than other clubs at my local retailer? – Jake
That’s a great question, Jake, and like many of the questions people here ask, the answer is more nuanced than most people think. If you browse through pages golf magazine or browse hundreds of product reviews, videos, and golf club analyzes here at GOLF.com, you’ll notice that not only do golf club prices vary but they also vary in terms of features and benefits. Feature clubs, sometimes have price tags hundreds of dollars higher than mass marketed products that cater to a wider audience.
To answer your question, we’ve divided the reasons why golf club manufacturers charge more for premium clubs into four categories:
Major research and development goes to the premium clubs
After discussions with major golf original equipment manufacturers (OEMs), we know firsthand that the premium segment is often the subject of extensive research and development. These manufacturers are constantly striving to push the boundaries of performance, resulting in significant investments in the latest technology. This includes hiring more product engineers, designers and materials experts to develop innovative club designs, materials and manufacturing processes. Also, the research and development phase is costly, and involves advanced computer simulations such as artificial intelligence (AI), prototyping, and live testing facilities. All of these factors play into the final price.
Premium clubs often feature higher quality materials
Different brands use different materials, and high-end golf clubs are often manufactured using hand-selected high-quality materials that are known for their special properties, performance benefits, and rigorous quality control. For example, manufacturers may use titanium alloys, carbon fiber, high-grade stainless steel, or tungsten in club head constructions to improve strength, weight distribution, and tolerances. Similarly, shafts can be made from graphite or other advanced composite materials to enhance flexibility, control and overall feel. These premium materials come at higher prices, which increases the cost of manufacturing.
Impeccable craftsmanship and customization
Premium clubs are sometimes produced in small batches that are handcrafted by skilled craftsmen who have experience in custom club building. When that happens, each club is meticulously handcrafted to exacting specifications and undergoes strict quality control, which naturally drives up the price. Additionally, clubs that are machined or milled cost more than those made from die casting because of the machine time and tooling that goes into those processes.
Custom club options such as custom shaft lengths, grip sizes, and Clubhead loft adjustments also contribute to the price.
Limited and exclusive editions
Premium golf clubs are sometimes sold as limited editions, particularly in the case of putters, but don’t think that their sole purpose is simply to charge more. Limited production runs or exclusive collaborations often use more expensive materials and are produced in facilities that cater to smaller batches using specialized tooling, and as with materials, these tools require more time to produce club or club parts.
It is not unlike many high-end auto parts because these vehicles have features not found in other cars and since the features require specific parts and there are fewer such cars manufactured, the end result is a higher cost to ensure quality is maintained through the process.
In conclusion, premium clubs usually justify their higher prices in terms of performance and build quality. However, it is important to note that you do not have to shell out extra money just because you think premium clubs will work better for you. Privileged clubs often cater to the best players with specific requirements for shot making, accuracy or adding distance. If this matches your needs, great. However, if that is not the case, there are plenty of clubs available at affordable prices that can suit you as well, except for the flashy, gold-dipped ones.
All of our market picks are independently selected and curated by our editorial team. If you purchase an associated product, GOLF.COM may earn a fee. Prices may vary.
Want to fix your bag for 2023? Find a suitable location near you at True Spec Golf.